The South African Tourism twitter feed (@VisitSA_UK) revealed the peculiar branding strategy of a well-known pub in the Klein Karoo.

The owner, Ronnie, painted the words “Ronnie’s Shop” on the wall of a little cottage next to the R62, intending to open a farm stall that sold fresh produce and fruit. His friends pranked him one day by rebranding the establishment to the much classier “Ronnie’s Sex Shop”.

The story goes that Ronnie was initially upset by the name, but left it in place and decided to continue repairs on the building instead. His friends (whose marketing credentials have not been verified) would pop in from time to time for a chat and a couple of beers. Apparently one night the suggestion was put forward that Ronnie should abandon his dream of setting up a farm stall, and instead open a pub.

Ronnie’s Sex Shop (which is actually a pub and does not deal in the carnal appetites nor its accompanying paraphernalia) has become a popular roadside pit-stop on the route, attracting visitors from all over the world.

A word of caution: Since the name change it has amassed a rather impressive collection of bras and other underwear.